Denim Première Vision makes a foray into Paris' Marais district

By

Olivier Guyot

Translated by
Nicola Mira

Published
Nov 10, 2017

Denim Première Vision is going extramural for its tenth anniversary. From the evening of 14th November to the 16th, the trade show for international denim industry specialists will open up to the general public in the heart of the Marais district in Paris. Stores and venues between the numbers 14 and 30 of rue Vertbois will turn into 'Denim Pop-up Street', introducing the general public and industry professionals alike to the plethora of attitudes, concepts and inspirations coursing through contemporary denim culture.

Rubbing shoulders along a hundred-yard stretch of a quintessentially Parisian street, labels and designers will have the opportunity of presenting their own take on denim, with brands such as Atelier Tuffery, Kiliwatch, Atelier Réservé and Sempervivum showing their collections. The event is also the chance to discover a more idiosyncratic interpretation of denim - a far cry from the ubiquitous five-pocket jeans – through the work of eight international designers, among them Proêmes de Paris, Savoar Fer, Hannah Bradon, Ampersand Heart, Knorts and Fade Out Label.

For Denim Première Vision, which will be held once more at the Paris Event Center on 14th-15th November, this Marais foray is a new milestone in the strategy of offering new insights on the denim industry. Denim Pop-up Street is designed to amplify the resonance of the Parisian trade show, whose slogan this year is 'Denim Bash'.  And while the show's Amsterdam 'Denim Days' initiative asked established labels to jazz up street stores, Paris is going for an unconventional approach to denim.

Of course, the main objective of Denim Première Vision remains the same: to introduce nearly 3,000 visitors to the Spring/Summer 2019 collections of 80 international exhibitors, featuring fabric manufacturers, finishers, launderers, accessories producers and denim experts.

This season, the show will launch a new section dedicated to small production runs, consistent with its avowed objective of providing solutions to typical market issues. The SMQ Corner, as in Small Minimum Quantity, will bring together five producers whose asset is their fast, flexible response.

The two-day show, directed by Chantal Malingrey, also gives the opportunity of discovering the latest seasonal trends within its trend section, and will stage a series of eight workshops and conferences, focusing on the main issues facing the contemporary denim industry: the circular economy, the denim vision of Generation Z, how to set up a co-branding initiative, story-telling on social media and future developments in denim recycling.